www.qualitaetsmonitor-deutschland-tourismus.de www.germany.travel
Quality Monitor survey of tourism in Germany 2010/2011 results
Holidaymakers' overall satisfaction with their stay
German International visitors visitors
Avg.=. All visitors Avg.=.
= delighted = disappointed
www.reiseversicherung.de Where holidaymakers come from Introduction and their reasons for visiting
In 2007, the German National Tourist Board and ERV (Europäische German and international visitors tend to give different reasons Reiseversicherung AG) teamed up to launch the Quality Monitor for their choice of Germany as a holiday destination. ‘Fun and survey of the German tourism industry, for which domestic and entertainment’ (75%) is by far and away the most popular reason international visitors staying overnight in Germany, either on cited by visitors from abroad, followed by ‘spending time with holiday or on business, are asked questions about their travel family and friends’ (60%) and ‘experiencing the flair of the towns experience. Since the project began, a total of around 56,000 and cities’ (54%). International visitors on holiday in Germany interviews have been conducted across the country. Survey also expressed a desire ‘to experience new things’ (45%), participants are selected on the basis of a quota sample stratified ‘to simply have a good time’ (44%), ‘to rest and relax’ (42%) by region, season, type of accommodation and nationality. and to ‘get away from it all’ (41%). For German visitors, ‘rest and The interviews are carried out face to face, and the results – relaxation and ‘fun and entertainment’ were almost equally weighted to reflect the overall picture from official statistics important (59% and 58% respectively). ‘Spending time with regarding source countries and accommodation types – are family and friends’ (49%), ‘being close to nature’ (47%) and entered into the online analysis tool. ‘simply having a good time’ (46%) also featured strongly. The main source regions for more than two thirds (67%) of all German holidaymakers were North Rhine-Westphalia, Lower Saxony, Bavaria, Hessen, Baden-Württemberg and Saxony. North Rhine-Westphalia, Germany‘s most populous federal state, accounted for 23 per cent on its own. Overnight stays at hotels and campsites in Germany by source country in 2010 A) Source country absolute % Frequency of visits Total ,, . Germany ,, Frequency of holiday visits in Germany B) Outside Germany (incl.) ) , , .
of which: Europe as a whole , , . % Occasional visitor Netherlands ,, . % Switzerland ,, . . United Kingdom ,, % Italy ,, . First-time visitor % Austria ,, .
Overseas (excl.) ) ,, . % International visitors USA ,, . Second-time visitor % German visitors PR China incl. Hong Kong ,, .
Japan ,, . . % Arab Gulf States , Regular visitor Australia , . %
1) 1,298,108 overnight stays that could not be categorised (stateless, unknown, unclear, not specified)
A) Source: Federal Statistical Office 2011 B) Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values, rounding differences may occur) On holiday in Germany
Reasons for the choice of holiday destination
Question: What were your reasons for going on this holiday, why did you go on holiday? Multiple answers permitted.
to have fun/be entertained
to spend time with family/friends
to experience the town/city flair
to experience new things
to simply have a good time
to rest/relax
to get away from it all
to be close to nature
to see unusual things
to have an authentic experience
to enjoy a romantic time
to study/train
to get to know new people
to rejuvenate the mind/soul
to enjoy excitement/challenges
to be active/sporty
International visitors to be pampered German visitors
to boost health/fitness
to remember the old times
to receive beauty treatments
Holidaymakers’ top 10 criteria for their choice of destination
Question: What made you choose our region as a holiday destination? Only the main reasons for the choice, multiple answers permitted
All visitors International visitors German visitors
Landscape/scenery % Atmosphere/ambience % Landscape/scenery % Atmosphere/ambience % Local attractions % Atmosphere/ambience % Healthy air/climate % Landscape/scenery % Healthy air/climate % Leisure/recreational facilities % Arts and culture % Leisure/recreational facilities % Image of destination % Townscape/architecture % Image of destination % Townscape/architecture % Choice for tourists % Good experience/prev. visit % Good experience/prev. visit % Image of destination % Townscape/architecture % Choice for tourists % Country/people % Choice for tourists % Local attractions % History of the region % Value for money % Recommended by friends etc. % Recommended by friends etc. % Recommended by friends etc. %
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values) Holiday arrangements
Main form of transport for journey to destination How holidaymakers obtain information
Question: What was the main form of transport you used to get Question: Regardless of when you made your decision to to your holiday destination? come here, where and how did you obtain information about this holiday? Multiple answers permitted. % Own car % Information from the % % internet in general % Plane Information from the % % internet in general % % Search engines % Caravan/ % % motor home % Search engines % % Town/city website % % % Town/city website Coach % % % Elsewhere online % % % Train Elsewhere online % Accom. provider's % % website % Accom. provider's % < % Hire car websiteTour operator's % % < % website % Tour operator's % < % Bicycle website % % % Region's website % % < % Region's website %% information from Motorbike Travel website % % the internet % information from Travel website < % International visitors %% the internet Other Federal state's < % German visitors website % Federal state's % Wwebsiteebsite of nat. % International visitors tourism org. % German visitors Website of nat. % International visitors tourism org. % German visitors Choice of accommodation
Question: Where are you currently staying? 1) % Friends %
% % Hotel/B&B Travel literature/ % travel guide %
% % Holiday apartments/ Local travel agent private accom. % %
% Brochures for % Campsite % towns/countries etc. %
% Tour operator % Youth hostel etc. % brochures % % % Adverts/features in the media % Guesthouse % Accommodation % % International visitors Specialist clinic brochures % % German visitors % No information % 1) Youth hostel etc. = Recreation centres, holiday camps, boarding houses, youth hostels, wilderness huts Other information % Holiday apartments/private accom. = Holiday apartments, holiday homes, self-catering source % accommodation, private accommodation % Someone else %
Tourism % Two thirds of all international visitors in Germany stay overnight information % in a hotel. One third of German visitors stay overnight in a hotel, % one third in holiday apartments/private accommodation and Trade fair visit Other information % sources one third in other forms of accommodation. In person at the % International visitors accommodation % German visitors
Quality Monitor 2009-2011
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values, rounding differences may occur) Types of holiday/holiday activities
Types of holiday
Question: Which of the following types of holiday would you say describes your trip? Multiple answers permitted.
City break
Cultural break
Sightseeing trip
Rest and relaxation holiday
Visit to a specific event
Family holiday
Trip to visit relatives
Fun holiday
Shopping trip
Culinary trip
Active holiday
Walking/mountain holiday
Bathing holiday
Cycling/mountainbike holiday
Wellness/beauty holiday
Private & professional
Winter sports holiday
Holiday for health reasons
School trip
Training/club trip
Water sports holiday International visitors German visitors < Pilgrimage <
< Other <
Museums / exhibitions are particularly popular with visitors from abroad
International visitors who named culture and events among their holiday activities multiple answers permitted
% % % %
% % % % % %
Museums/ Clubs/ Events feat. Festivals/ Classical Theatre/ Sports Opera/ Rock/ Musicals exhibitions bars/ traditional events music comedy events operettas pop concerts nightlife German customs/music Quality Monitor 2009-2011
Holidaymakers‘ top 10 activities in the destinations multiple answers permitted
All visitors International visitors German visitors
Strolling around/exploring % Strolling around/exploring % Strolling around/exploring % Visiting cafés % Sampling local food & drink % Visiting cafés % Going to restaurants % Going to restaurants % Going to restaurants % Sampling local food & drink % Visiting cafés % Sampling local food & drink % Walking (nature) % Sightseeing % Walking (nature) % Doing nothing/unwinding % Shopping % Doing nothing/unwinding % Sightseeing % Museums/exhibitions % Sightseeing % Visiting natural attractions % Walking (nature) % Visiting natural attractions % Shopping % Individual excursions % Shopping % Individual excursions % Visiting natural attractions % Individual excursions %
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values) Mecklenburg-Western Pomerania is the top Saxony, Berlin, Hamburg and Thuringia the most destination for rest and relaxation holidays popular cultural destinations for international visitors Question: Which of the following types of holiday would you say describes your trip? Multiple answers permitted. Question: Which of the following types of holiday would you say describes your trip? Multiple answers permitted.
Hamburg Mecklenburg-Western Mecklenburg-Western Schleswig- Pomerania Hamburg Schleswig- Pomerania Holstein Holstein Bremen Bremen Lower Saxony Brandenburg Brandenburg Lower Saxony Saxony- Saxony- Anhalt Anhalt Berlin Berlin North Rhine- North Rhine- k.A. k.A. Westphalia Westphalia Saxony Thuringia Saxony Thuringia Hessen Hessen Rhineland- Rhineland- Palatinate International visitors Palatinate International visitors German visitors Bavaria Bavaria German visitors Mentions in % Mentions in % Saarland Saarland Quality Monitor k.A. Quality Monitor k.A. Baden- - Baden- - Württemberg Württemberg n.a. = no figures n.a. = no figures available available
Anmerkung: Qualitätsmonitor Deutschland 2007–2011 *für diese Bundesländer nur kleine Fallzahlen
Disabled-friendly facilities rated good to Visitors’ overall satisfaction with their stay by satisfactory federal state
Question: Was your holiday disabled-friendly? German visitors All visitors German visitors International visitors
International visitors Baden-Württemberg . . . . People with restricted mobility . . Bavaria . . . Physically disabled/wheelchair users . . Berlin . . . Blind/partially sighted people . . Brandenburg . . n.a. Deaf/hard of hearing people . . Bremen n.a. n.a. . Visitors with pushchairs . . Hamburg . . Hessen . . .
= delighted Mecklenburg-Western Pomerania . . . = disappointed Lower Saxony . . .
Quality Monitor 2008-2009 North Rhine-Westphalia . . .
Rhineland-Palatinate . . .
Saarland . n.a. . Around one in two international business visitors Saxony . . . combined their business trip to Germany with a Saxony-Anhalt . n.a. . private stay Schleswig-Holstein . . .
Thuringia . . . Question: What was your main reason for travelling? International visitors = delighted German visitors = disappointed % Business trip with Quality Monitor Germany 2007-2011 private stay %
Business trip without % private stay %
Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values) the previous year. Travellers from abroad also gave a better score Expenditure to ‘Townscape’, while domestic tourists did the same for ‘Food and drink’. The table below shows the average amount spent per day by visitors staying overnight in Germany. Please also note the following. German visitors
All visitors International visitors Expenditure by independent travellers is divided into the following categories: Overall satisfaction . . .
Accommodation . . . ■■ Accommodation: cost of staying overnight incl. breakfast, Food and drink . . . half/full board Opening times . . . ■■ Eating out: restaurants, cafés, fast food outlets Value for money . . . Quality and choice . . . ■■ Food shopping: food bought in supermarkets, bakers, butchers, farm shops etc. = delighted = disappointed ■■ Miscellaneous purchases: all non-food purchases
■■ Leisure, entertainment etc.: e.g. admission to cultural events, theme parks, fun pools, museums, sports events, Satisfaction of holidaymakers with individual user charges aspects German visitors International visitors ■■ Local transport at destination: e.g. for public transport, taxis, mountain railways, boat trips, organised excursions Landscape/scenery . .
Atmosphere/ambience . . ■■ Other services: e.g. parking fees, spa treatments and resort Townscape . . tax, services of all kind Wellness/spa facilities . .
Active pursuits . .
Indoor attractions . .
German visitors Choice of events/entertainment . . All visitors International visitors Activities for children . . Arts/culture . . Accommodation
Eating out = delighted Food shopping = disappointed Miscellaneous purchases
Leisure, entertainment etc. Local transport at destination Regional satisfaction ratings Other services Total for independent travellers) Overall satisfaction with the city regions rose by 0.2 points on 2009/10, while the same score for the coastal and low-lying Expenditure on inclusive package ) mountain regions remained high. In the cities, all aspects with Other expenditure ) the exception of ‘Value for money’ improved by either 0.1 or 0.2 ) Total for those on package tours points. ‘Food and drink’ and ‘Opening times’ achieved slightly 1) Rounding differences may occur 2) accommodation plus extras better scores in the coastal regions. In the low-lying mountain 3) e.g. for restaurants, purchases etc. regions, the score for ‘Quality and choice’ stayed the same; all other criteria were rated better. Satisfaction City regions Coastal regions Low-lying mountain regions
Holidaymakers‘ overall satisfaction with their Overall satisfaction . . . stay Quality and choice . . . Overall satisfaction with holidays in Germany remains just as Accommodation . . . high (1.8) as it was in 2009/10. In terms of individual aspects, the Food and drink . . . scores for ‘Food and drink’ and ‘Opening times’ each improved Opening times . . . by 0.1 points. International and domestic visitors rated ‘Opening Value for money . . . times’, ‘Quality and choice’, ‘Landscape/scenery’, ‘Wellness/spa facilities’ and ‘Choice of events/entertainment’ better than in = delighted = disappointed Source: ERV (Europäische Reiseversicherung AG) and GNTB, 2011 (rounded values) Socio-demographics and intention to return
Age structure of holidaymakers
International visitors Age category German visitors
% – % % %
–
% – %
% – %
– % %
% – % Average age: . Average age: . % + %
Employment status of holidaymakers Nevertheless, 70 per cent of German visitors said they would % Employed % either ‘very definitely’ or ‘definitely’ return to the visited region; just over one in two international visitors felt the same. % Self-employed % % Holidaymakers' intention to return Retired %
% Question: How likely is it that you will spend another Public-sector worker % holiday here in this region/federal state/in Germany within the next two to three years? % Homemaker % = very definitely Percentage of responses In full-time education % = definitely not All visitors community service %
% International visitors Region . % % % Unemployed % German visitors All visitors Federal state . % % %
Germany . % % %
Intention to return Region . % % % International visitors Federal state . % % % A high intention to return gives Germany as a holiday destination Germany . % % % plenty to build on. Out of all visitors, the vast majority (91%) said they would ‘very definitely’ or ‘definitely’ go on holiday in Region . % % % Germany again. This figure came out at 92 per cent for German German visitors Federal state . % % % visitors and 74 per cent for international visitors. In terms of Germany . % % % specific destinations, the intention to return was somewhat lower.
Analysis of results, copy and realisation: Published by Picture credits: dwif – Consulting GmbH, Sonnenstrasse 27, 80331 Munich, Germany ERV (Europäische Reiseversicherung AG), Rosenheimer Cover: Concert lounge in the Post Tower, Bonn Beethoven Festival / German www.dwif.de, Manova GmbH, Trautsongasse 8, 1080 Vienna, Austria Strasse 116, 81669 Munich, Germany, www.erv.de National Tourist Board: Anna-Lea Düppe / Jochen Knobloch / Roland Spielhofen www.manova.at Design: Edited by: Participants in the Quality Monitor of German tourism 2011/2012 M.A.D. Kommunikation, www.mad-kommunikation.de Venus. Werbeagentur GmbH, www.venus-werbung.de BAYERN TOURISMUS Marketing GmbH, Berlin Tourismus & Kongress GmbH, City-Management und Tourismus Chemnitz GmbH, Congress- und Tourismuszentrale Nürnberg, Dresden Marketing GmbH, HAMBURG Tourismus GmbH, Leipzig Tourismus und Marketing GmbH, Marketing- gesellschaft Oberlausitz-Niederschlesien mbH, Ostfriesland Tourismus, Regensburg Tourismus GmbH, Stadtmarketing Mannheim GmbH, Tegernsee Tal Tourismus GmbH / Alpenregion Tegernsee-Schliersee e. V., Thüringer Tourismus GmbH, Tourismus Marketing Gesellschaft Sachsen mbH, Tourismusamt München, Tourismusverband Allgäu / Bayerisch- Schwaben e.V., Tourismusverband Erzgebirge e.V., Tourismusverband Franken e.V., Tourismusverband München-Oberbayern e.V., Tourismusver- band Sächsische Schweiz e.V., Tourismusverband Sächsisches Burgen- und Heideland e.V., Tourismusverband Sächsisches Elbland e.V., Tourismus- verband Vogtland e.V., Touristikverband Emsland e. V., weimar GmbH - Gesellschaft für Wirtschaftsförderung - Kongress- und Tourismusservice www.germany.travel